Brand is a phenomenon, a culture that is the last point of world-renowned companies that have been in existence for many years and the hope of small companies that take them as an example… The competition that started with standard production after the industrial revolution, the more sales-oriented companies gave birth to the brand. How aware were they that they would create a completely different world when they realized that it was not just product-based?
When the whole world gained momentum as a production index at the beginning of the 1900s, the competition started to reach completely different points. While concepts such as innovation, product development and innovation were developing, the most important thing came last, to be a brand!
While companies were increasing their sales graphics, the competition in the sector started to increase. So how would they stand out from their competitors? This question has created a new understanding and awareness for companies day by day.
At the point of saturation, it was no longer enough to develop the product, it was not enough to make suitable campaigns. At this point, advertising agencies told the companies they serve that they should establish emotional bonds with their target audiences...
Thus, the brand phenomenon developed itself and opened a new door to the future. A brand new, irreversible world has begun to be written and talked about… Being a brand is really so deep and meaningful..
World companies were presenting the brand concept to their customers so well that it was impossible not to get jealous… Nike was briefly saying “just do it”, while Mercedes was talking about “engineering” promises… All brands were now talking about promises about service quality, establishing an emotional bond with their customers, and drawing a completely different company and product profile..
Recently, Dominos pizza, which you all know, was not talking about its delicious pizza and was attracting attention with its 30-minute fast service. It was an incredibly accurate communication and promise management, because a pizza should already be delicious and then it should know what to give to its customers. quickly diverged.. That's what it was like to be a brand.. Promise and fulfillment.. Delivery time in only 30 minutes, without even mentioning the existence of already delicious pizzas, the choice of Dominos when it comes to pizza all over the country.. Of course, the most important thing in this campaign idda was that the pizzas were free in the delivery time exceeding 30 minutes. Here is a brand's promise, claim and sincere proof to its customers that it has done so. I read their policies especially and they stated that they do not hold their own employees responsible for pizzas they could not get paid in case of delay. Here is the strength of the brand...
Today, people want sincere and relevant brands, many big global and national companies are aware of this and act like this... We have one hundred percent domestic but global companies that have understood this situation in our country and keep the brand phenomenon alive. This is also proud of course...
But sadly, we still have a long way to go. Although we have global brands, we have hundreds or even thousands of companies that do not yet grasp the concept of being a brand or misunderstand it very much…
I've met so many strange people throughout my business life that you wouldn't believe it... I'll write them all down to you, but I want to tell you the weirdest thing about this brand because everything is misunderstood in this regard, as in everything else...
One day someone called my office. He said on the phone that he was requesting some jobs for his company, and when I had some questions, he took a long time to talk to me. In the meantime, he gave me a sentence like this: Mehmet Ali, we are already a brand, we have registered our name. said. Even though I laughed inside, the gravity of the incident was incredible.. Sir, it was incredible that when the company registered a trademark, he thought it was a trademark.. I didn't know whether to laugh or cry...
Being a brand is a really deep and long road. Adding spirit to your legal personality, differentiating your service or product, and presenting the way you present it to your customers is a very different and professional job...
The result of being a brand is very good, people talk to you, prefer you, call you, recommend you to the closest ones, sometimes sleep with you, sometimes wake up with you… Being a brand causes spiritual satisfaction as well as achieving the highest commercial income…
But reaching this level and being there is the hardest part of the job. That's why every company, every person, every factory that wants to be a brand should definitely get support from advertising agents or brand consultants...
Remember, even if you have a simple life today, there is no reason why you can't be a famous brand tomorrow...
Hoping to meet you tomorrow...
Mehmet Ali Yelkovan Creative Director